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Alternatives

The best Citrus Analytics alternatives.

Citrus Analytics pairs AI survey analytics with Optimize, a Bayesian marketing mix model. If the decision is how much to spend on marketing and where, the strongest alternative is Odins: one managed Bayesian model per market, built only for the marketing budget. Odins is ours, so we say it up front. Four more options follow, sorted by who they fit.

Book a demo See the alternatives

Reviewed October 2026 · sources cited on this page

The alternatives

Five alternatives, sorted by fit.

Citrus Analytics is an Oslo research analytics company: Fusion for survey analysis, and Predict for sales and market modeling, with the Optimize MMM inside. These five take a different route. The best-for lines say which one suits you.

  1. Odins

    Managed Bayesian platform That's us

    Best Citrus Analytics alternative for advertisers who want the marketing budget modeled and reviewed every month.

    Odins is a managed marketing investment platform. Citrus builds research analytics with an MMM module; at Odins the MMM is the product, run as a service. We collect and structure the data, then build one Bayesian model per market with TV, radio, OOH and print next to digital, pricing and promotions, and priors set with your team. Data flows in daily, scenarios and forecasts are yours to run any time, and the model is retrained monthly with a recommendation a person reviews. Disclosure: this is our platform.

    Bayesian MMM · Fully managed · Daily data, monthly retrain Odins vs Citrus Analytics

  2. Google Meridian

    Open-source framework

    Best open-source option for teams with data scientists and geo-level data.

    Google's Bayesian framework, the most packaged of the open three, with the strongest budget optimizer and native geo-level modeling. You build and maintain everything yourself, and a 2026 academic review flags the default uniform priors as a misuse risk. Free license, paid for in staff and time.

    Bayesian framework · Self-hosted · Your team runs it Odins vs Meridian

  3. Meta Robyn

    Open-source framework

    Best free way to get a first directional MMM inside a week.

    The package that made MMM feel free, and the most automated of the three. It is frequentist rather than Bayesian, returns a set of candidate models to choose between, and Meta has stopped active development. Fine for a first look. Think twice before betting the measurement stack on it.

    Frequentist framework · Self-hosted · Community-maintained Odins vs Robyn

  4. Kantar LIFT ROI

    Enterprise incumbent

    Best for global enterprises that want effectiveness, brand and creative science together.

    The largest measurement company's MMM, with brand equity and creative quality folded into the analysis and the Bayesian Hamilton AI engine in the toolkit. A 2025 Gartner Visionary. An institution more than a product, at institution scale.

    Mixed methods, Bayesian engine included · Platform plus consulting · Enterprise Odins vs Kantar

  5. Funnel Measure

    Data platform

    Best for teams that want measurement on top of the data hub they already run.

    Stockholm's marketing data hub, with MMM, attribution and incrementality layered on its own data foundation and updated daily. The three methods cross-check each other instead of sitting in one model. Deepest across digital sources.

    Triangulated MMM · Product-led · Daily updates Odins vs Funnel

Citrus Analytics facts come from citrusanalytics.ai, read October 2026. Other provider facts come from each vendor's public documentation, read September 2026: developers.google.com/meridian, facebookexperimental.github.io/Robyn, kantar.com and funnel.io. Odins is our platform.

At a glance

Which alternative for which need.

Start from the decision, and from how much of the modeling your own team will do.

Best fit
Why
The marketing budget, modeled and reviewed every month
Best fitOdins
WhyOne Bayesian model per market with offline media and business drivers, daily data, monthly retrain, every recommendation reviewed
An analyst team that wants to build its own Bayesian MMM
Best fitGoogle Meridian
WhyGoogle's free framework with geo-level modeling and a strong budget optimizer
A free first look at MMM
Best fitMeta Robyn
WhyAutomated open-source package that returns candidate models; frequentist and community-maintained
Effectiveness, brand and creative science together
Best fitKantar LIFT ROI
WhyMixed methods with the Bayesian Hamilton AI engine, from the largest measurement company
Measurement on top of an existing data hub
Best fitFunnel Measure
WhyMMM, attribution and incrementality on Funnel's own data foundation, updated daily

Sources as listed above. Where a vendor does not state something publicly, we left it out.

When to look elsewhere

Four reasons to look for a Citrus Analytics alternative.

Citrus brings real research craft and a Bayesian MMM to agencies and insight teams. Some buyers need something built around the budget decision.

  • The marketing budget is the decision, more than survey analysis
  • You want data collection and structuring handled for you, with data flowing in daily
  • You want a monthly retrain with a recommendation a person has reviewed
  • You want forecasts stored before actuals arrive, so the model's record can be checked
Why Odins

Data, model and decision, run as one service.

Odins collects the data, builds and maintains the model, and a person reviews every recommendation before it reaches the budget owner.

  • Data collection and structuring included, with data flowing in daily from your sources
  • Priors set in 2 to 3 working sessions, from your spend history, digital saturation signals and structured interviews
  • TV, radio, OOH and print in the same model as digital, next to pricing and promotions
  • Scenarios and forecasts you run yourself any time, in the platform or from Claude via the Odins MCP
  • Forecasts stored before actuals arrive and checked at each monthly retrain

Channel contribution, 80% ranges

from the posterior
Search 14 to 16% optimize
Social 9 to 13% optimize
Display 2 to 9% test first

A tight range is a decision. A wide range is a test plan, with cost boundaries.

FAQ

Frequently asked questions.

What is the best alternative to Citrus Analytics?

It depends on what sits at the center of your work. For budget size and allocation with offline media included and the model run for you, Odins is the alternative we would point to, and yes, it is ours. For an analyst team that wants to build its own Bayesian MMM, Google Meridian. For a free first look, Meta Robyn. For effectiveness with brand and creative science, Kantar LIFT ROI. For measurement on top of a data hub, Funnel Measure.

How is Odins different from Citrus Analytics?

Citrus is a research analytics company, and its Optimize MMM is one module next to survey analysis. Odins is built only for the marketing budget: data collection, one Bayesian model per market with offline media and business drivers, a monthly retrain on daily data and a person reviewing every recommendation. The full comparison, with sources: Odins vs Citrus Analytics.

Is there a free alternative to the Citrus Analytics MMM?

Yes. Google Meridian is free and Bayesian; Meta Robyn is free and frequentist. Both are frameworks your own team builds, validates and maintains.

Can Odins use our incrementality tests?

Yes. Results from lift tests, geo tests and other incrementality tests are taken into the model. Where the data still cannot resolve a channel, the reviewed recommendation proposes a structured test, such as a pulse test, with the expected cost stated up front.

What does a Citrus Analytics alternative cost?

Citrus publishes Fusion prices but not Predict or Optimize pricing, and most platforms on this list do not publish pricing either, ours included. Odins is a subscription priced for the budget it optimizes, for companies with a marketing budget from EUR 1M to several hundred million a year, with the team included and no data science hires needed.

Talk to our team

Marketing spend, modeled like an investment.

A 30-minute walkthrough of the model, the priors and the verification, on your channels.

Book a demo